アドベンチャーツーリズムの日本市場：タイプ別、アクティビティ別、年齢層別、販売チャネル別、地域別、2025年～2033年

日本のアドベンチャーツーリズム市場規模は2024年に275億米ドルに達しました。IMARC Groupは、2025年から2033年にかけて13.21%の成長率（CAGR）を示し、2033年には886億米ドルに達すると予測しています。同市場は、国内観光の増加、技術の進歩、海外旅行の増加によって活性化しています。技術革新によりアクセスが向上し、国際的な関心が高まり、アドベンチャーツーリズム分野の成長に寄与しています。

本レポートで扱う主な質問

• 日本のアドベンチャーツーリズム市場はこれまでどのように推移してきたか？
• COVID-19が日本のアドベンチャーツーリズム市場に与えた影響は？
• 日本のアドベンチャーツーリズム市場のタイプ別区分は？
• 日本のアドベンチャーツーリズム市場のアクティビティ別区分は？
• 日本のアドベンチャーツーリズム市場の年齢層別区分は？
• 日本のアドベンチャーツーリズム市場の販売チャネル別区分は？
• 日本のアドベンチャーツーリズム市場のバリューチェーンにおける各段階とは？
• 日本のアドベンチャーツーリズム市場の主な促進要因と課題は？
• 日本のアドベンチャーツーリズム市場の構造と主要プレーヤーは？
• 日本のアドベンチャーツーリズム市場の競合状況は？

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査の目的
• ステークホルダー
• データソース
• 市場推定
• 調査手法

第3章 エグゼクティブサマリー

第4章 日本のアドベンチャーツーリズム市場 - イントロダクション

• 概要
• 市場力学
• 業界動向
• 競合情報

第5章 日本のアドベンチャーツーリズム市場情勢

• 過去および現在の市場動向（2019～2024年）
• 市場予測（2025～2033年）

第6章 日本のアドベンチャーツーリズム市場 - タイプ別内訳

• ハードアドベンチャー
• ソフトアドベンチャー

第7章 日本のアドベンチャーツーリズム市場 - アクティビティ別内訳

• 陸上アクティビティ
• 水上アクティビティ
• 空中アクティビティ

第8章 日本のアドベンチャーツーリズム市場 - 年齢層別内訳

• 30歳未満
• 30～41歳
• 42～49歳
• 50歳以上

第9章 日本のアドベンチャーツーリズム市場 - 販売チャネル別内訳

• 旅行代理店
• 直接

第10章 日本のアドベンチャーツーリズム市場 - 競合情勢

• 概要
• 市場構造
• 市場企業のポジショニング
• 主要成功戦略
• 競合ダッシュボード
• 企業評価象限

第11章 主要企業のプロファイル

第12章 日本のアドベンチャーツーリズム市場 - 業界分析

• 促進要因・抑制要因・機会
• ポーターのファイブフォース分析
• バリューチェーン分析

第13章 付録

The Japan adventure tourism market size reached USD 27.5 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 88.6 Billion by 2033, exhibiting a growth rate (CAGR) of 13.21% during 2025-2033. The market is fueled by rising domestic tourism, technological advancements, and increased international travel. Technological innovations are enhancing accessibility, while international interest is surging, contributing to growth in the adventure tourism sector.

Japan Adventure Tourism Market Analysis:

• Major Market Drivers: The market is driven by the rich cultural legacy of Japan, varied consumer base, and sophisticated infrastructure that draws adventure travelers looking for one-of-a-kind experiences. In addition, government tourism initiatives and the rising popularity of outdoor activities and wellness travel also contribute to the expansion of market.
• Key Market Trends: As per the Japan adventure tourism market scope, the growing popularity of outdoor activities such as hiking, cycling, and ecotourism and the trend toward sustainable and experience travel is influencing the market growth. Additionally, the growing desire for experiences off the beaten path is pushing tour companies to provide customized adventure programs.
• Competitive Landscape: Some of the major Japan adventure tourism industry include Bamba Travel, Exodus Travels Limited, Intrepid Travel, INTRO Travel, Saiyu Travel Co., Ltd., The Dragon Trip, World Expeditions Travel Group, among many others.
• Challenges and Opportunities: Challenges include complications associated with the environment, limited infrastructure in isolated regions, and competition from nearby locations. Moreover, as per the Japan adventure tourism forecast opportunities are found in serving niche markets, utilizing technology to provide more immersive experiences, and working with local communities to promote sustainable development.

Japan Adventure Tourism Market Trends:

Rising Domestic Tourism

The Japan adventure tourism market growth is driven by the desire of Japanese citizens for adventure and distinctive experiences within their nation. According to a survey released by the Japan Tourist Bureau, 273 million people are estimated to travel domestically in Japan. This amounts to 97.2% of the equivalent 2023 figure and 93.6% of the 2019 total. An estimated ¥43,200 will be spent on average per traveler, which is 100.0% of the amount spent in 2023 and 113.4% of the total sum spent in 2019. These figures indicate that high prices are anticipated to be steady throughout the year. At ¥11,790 billion, the total amount consumed on domestic travel accounts for 97.1% of the total amount spent in 2023. Also, social movements that prioritize experiences above regulatory possessions inspire individuals to assist in a variety of daring and exciting activities, such as surfing in Okinawa or trekking in the Japanese Alps. As a result, domestic interest in adventure tourism contributes to local economies and broadens Japan's tourist offers, making it a viable industry in the nation's long-term tourism plan.

Technological Advancements

As per the Japan adventure tourism market insights, the adventure tourism sector has experienced substantial growth with the aid of technology. Additionally, tourists seeking to locate and partake in adventure activities now have an easier way due to technology advancements like smartphone applications, virtual reality experiences, and online booking platforms. For instance, according to a report by IMARC Group Japan online accommodation market size is anticipated to demonstrate a compound annual growth rate (CAGR) of 7.56% from 2024 to 2032. This increase may be ascribed to the easy accessibility due to the technology offering travelers to plan, schedule, and personalize their adventure experiences. Along with this, the need for adventure travel has also increased owing to the developments in transportation technology, such as electric bicycles and environmentally friendly cars, which allow travelers to visit isolated and environmentally delicate locations sustainably.

Increasing International Travel Activities

The increasing international travel activities significantly contribute to the growth of Japan's adventure tourism market. As global travel restrictions ease and international mobility returns to pre-pandemic levels, Japan is experiencing a resurgence in foreign visitors eager for adventure and cultural immersion. For instance, in 2023, as per the JAPAN TIMES, Japan recorded 25 million visitors, its highest number of visitors since 2019. This rise was ascribed to the weakening of the yen, which attracted post-pandemic tourists and significantly boosted the economy of the nation. As per the data from the Japan National Tourism Organization, there was a sharp increase in the number of visitors arriving from 3.8 million in 2022. In addition, December had the highest number of international visitors surpassing 2 million visits for the seventh consecutive month. Thus, various investment in tourism promotion also contributes to the rising awareness of Japan's adventure tourism opportunities domestically and internationally, driving market growth.

Japan Adventure Tourism Market Segmentation:

Breakup by Type:

• Hard Adventure
• Soft Adventure

Hard adventure activities are popular among thrill-seekers and adrenaline aficionados, as they usually require a great degree of physical effort, danger, and expertise. These include extreme sports like skydiving and bungee jumping, and outdoor pursuits like climbing and white-water rafting. Moreover, hard adventure travelers seek experiences that provide a strong surge of adrenaline and a sense of success, and they are drawn to the challenge and excitement of pushing their limitations in difficult and demanding surroundings, thus changing Japan adventure tourism market outlook.

Soft adventure experiences are appealing to numerous individuals, as they provide a more laid-back and approachable approach to adventure tourism. For instance, hiking, animal safaris, kayaking, and cultural immersions are some soft adventure activities that emphasize discovery, appreciation of the natural world, and cross-cultural exchanges. Additionally, while aiming to forge meaningful connections with the natural world and local communities, soft adventure tourists often place a high value on immersive experiences, environmental sustainability, and chances for personal development. They also aim to have memorable and rewarding adventures in the varied scenery of Japan, increasing Japan adventure tourism demand.

Breakup by Activity:

• Land-based Activity
• Water-based Activity
• Air-based Activity

Land-based activities draw in diverse thrill-seekers and environment enthusiasts. This includes activities that are firmly based in the diverse natural settings of Japan, from riding mountain bikes through old forests to trekking the rough slopes of Mount Fuji. Adventurers may enjoy activities like rock climbing, camping, and animal safaris, which cater to experienced adventurers and beginners looking for an adrenaline rush among beautiful scenery, while also immersing themselves in the nation's cultural legacy.

Water-based activities entice adventurers to explore and dive into a world of aquatic wonders with Japan's stunning coastline. Additionally, surfers swarm to famous beaches like Shonan and Chiba in search of the ideal wave while kayakers seek secluded coves and sea caves along the untamed shores of Okinawa and Miyakojima. Moreover, snorkeling and scuba diving offer insights into Japan's colorful underwater ecosystems, brimming with diverse marine life and immaculate coral reefs, which make this area perfect for tranquil getaways and aquatic experiences.

Japan's air-based adventure tourism sector provides an exceptional viewpoint of the stunning natural beauty of the nation. A hot air balloon flight over famous sites like the old city of Nara and Kyoto's Arashiyama Bamboo Grove offers an aerial perspective of Japan's natural and cultural riches. Meanwhile, paragliding and skydiving adventures offer adrenaline-pumping thrills against the backdrop of majestic mountains and sprawling countryside, attracting thrill-seekers looking to soar to new heights and experience Japan's landscapes from a different angle. Whether exploring the land, diving into the sea, or soaring through the sky, Japan's adventure tourism market offers a myriad of experiences for adventurers of all types.

Breakup by Age Group:

• Below 30 Years
• 30-41 Years
• 42-49 Years
• 50 Years and Above

30-year-olds, Japan offers adrenaline-pumping activities like bungee jumping off the historic Ryujin Bridge or diving with whale sharks in Okinawa. They seek novelty and thrills, often gravitating toward unconventional adventures that offer unique Instagram-worthy moments. Meanwhile, individuals between the 30-41 age bracket seek a blend of adventure and cultural immersion, opting for experiences like hiking the Nakasendo Trail while indulging in traditional ryokan stays. These travelers value experiences that provide a deeper connection to Japan's rich heritage while satisfying their thirst for adventure.

As for the 42-49 age group, they prefer slightly more relaxed adventures such as cycling tours through rural landscapes or exploring hidden hot springs in the countryside. They seek a balance between excitement and serenity, often prioritizing experiences that promote relaxation and rejuvenation. Furthermore, the 50 and above segment favors leisurely-paced adventures like guided nature walks in national parks or culinary tours through Japan's gastronomic hotspots. They value comfort, safety, and cultural enrichment, preferring experiences that allow them to savor Japan's beauty at a leisurely pace while creating lasting memories with like-minded travelers.

Breakup by Sales Channel:

• Travel Agent
• Direct

Adventurers seek convenience and expertise in crafting their itineraries through travel agents. They rely on the knowledge and connections of agents to access exclusive experiences and ensure a smooth journey. These travelers prioritize hassle-free arrangements and personalized assistance, valuing the convenience of having professionals handle logistics and bookings.

Besides this, the direct segment comprises adventurers who prefer a hands-on approach to planning their adventures. These individuals prioritize autonomy and flexibility, relishing the freedom to customize their trips according to their preferences. They seek direct interaction with tour operators and service providers, leveraging online platforms and direct bookings to access a wide range of options and potentially save costs by bypassing intermediary fees.

Competitive Landscape:

• The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have been provided. Some of the major market players in the Japan adventure tourism industry include Bamba Travel, Exodus Travels Limited, Intrepid Travel, INTRO Travel, Saiyu Travel Co., Ltd., The Dragon Trip, and World Expeditions Travel Group.
• At present, key players in the market are implementing strategies to expand Japan adventure tourism market share. They are investing in local infrastructure and partnering with international travel agencies to broaden market reach. They focus on promoting regional attractions through digital marketing strategies and creating tailored adventure packages that cater to diverse preferences. Additionally, collaborations with government tourism initiatives help amplify their visibility and accessibility to a global audience. For instance, in September 2023, Intrepid Travel, renowned for its commitment to responsible tourism, announced that it will unveil its 2024 trip collection, featuring an impressive array of over 100 fresh itineraries. These new journeys reflect a deliberate pivot toward uncomplicated yet profound travel experiences, reimagining popular destinations with a stronger emphasis on local immersion and transformative encounters.

Key Questions Answered in This Report:

• How has the Japan adventure tourism market performed so far, and how will it perform in the coming years?
• What has been the impact of COVID-19 on the Japan adventure tourism market?
• What is the breakup of the Japan adventure tourism market on the basis of type?
• What is the breakup of the Japan adventure tourism market on the basis of activity?
• What is the breakup of the Japan adventure tourism market on the basis of age group?
• What is the breakup of the Japan adventure tourism market on the basis of sales channels?
• What are the various stages in the value chain of the Japan adventure tourism market?
• What are the key driving factors and challenges in the Japan adventure tourism market?
• What is the structure of the Japan adventure tourism market, and who are the key players?
• What is the degree of competition in the Japan adventure tourism market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Japan Adventure Tourism Market - Introduction

• 4.1 Overview
• 4.2 Market Dynamics
• 4.3 Industry Trends
• 4.4 Competitive Intelligence

5 Japan Adventure Tourism Market Landscape

• 5.1 Historical and Current Market Trends (2019-2024)
• 5.2 Market Forecast (2025-2033)

6 Japan Adventure Tourism Market - Breakup by Type

• 6.1 Hard Adventure
  • 6.1.1 Overview
  • 6.1.2 Historical and Current Market Trends (2019-2024)
  • 6.1.3 Market Forecast (2025-2033)
• 6.2 Soft Adventure
  • 6.2.1 Overview
  • 6.2.2 Historical and Current Market Trends (2019-2024)
  • 6.2.3 Market Forecast (2025-2033)

7 Japan Adventure Tourism Market - Breakup by Activity

• 7.1 Land-based Activity
  • 7.1.1 Overview
  • 7.1.2 Historical and Current Market Trends (2019-2024)
  • 7.1.3 Market Forecast (2025-2033)
• 7.2 Water-based Activity
  • 7.2.1 Overview
  • 7.2.2 Historical and Current Market Trends (2019-2024)
  • 7.2.3 Market Forecast (2025-2033)
• 7.3 Air-based Activity
  • 7.3.1 Overview
  • 7.3.2 Historical and Current Market Trends (2019-2024)
  • 7.3.3 Market Forecast (2025-2033)

8 Japan Adventure Tourism Market - Breakup by Age Group

• 8.1 Below 30 Years
  • 8.1.1 Overview
  • 8.1.2 Historical and Current Market Trends (2019-2024)
  • 8.1.3 Market Forecast (2025-2033)
• 8.2 30-41 Years
  • 8.2.1 Overview
  • 8.2.2 Historical and Current Market Trends (2019-2024)
  • 8.2.3 Market Forecast (2025-2033)
• 8.3 42-49 Years
  • 8.3.1 Overview
  • 8.3.2 Historical and Current Market Trends (2019-2024)
  • 8.3.3 Market Forecast (2025-2033)
• 8.4 50 Years and Above
  • 8.4.1 Overview
  • 8.4.2 Historical and Current Market Trends (2019-2024)
  • 8.4.3 Market Forecast (2025-2033)

9 Japan Adventure Tourism Market - Breakup by Sales Channel

• 9.1 Travel Agent
  • 9.1.1 Overview
  • 9.1.2 Historical and Current Market Trends (2019-2024)
  • 9.1.3 Market Forecast (2025-2033)
• 9.2 Direct
  • 9.2.1 Overview
  • 9.2.2 Historical and Current Market Trends (2019-2024)
  • 9.2.3 Market Forecast (2025-2033)

10 Japan Adventure Tourism Market - Competitive Landscape

• 10.1 Overview
• 10.2 Market Structure
• 10.3 Market Player Positioning
• 10.4 Top Winning Strategies
• 10.5 Competitive Dashboard
• 10.6 Company Evaluation Quadrant

11 Profiles of Key Players

• 11.1 Bamba Travel
  • 11.1.1 Business Overview
  • 11.1.2 Services Offered
  • 11.1.3 Business Sbntrategies
  • 11.1.4 SWOT Analysis
  • 11.1.5 Major News and Events
• 11.2 Exodus Travels Limited
  • 11.2.1 Business Overview
  • 11.2.2 Services Offered
  • 11.2.3 Business Strategies
  • 11.2.4 SWOT Analysis
  • 11.2.5 Major News and Events
• 11.3 Intrepid Travel
  • 11.3.1 Business Overview
  • 11.3.2 Services Offered
  • 11.3.3 Business Strategies
  • 11.3.4 SWOT Analysis
  • 11.3.5 Major News and Events
• 11.4 INTRO Travel
  • 11.4.1 Business Overview
  • 11.4.2 Services Offered
  • 11.4.3 Business Strategies
  • 11.4.4 SWOT Analysis
  • 11.4.5 Major News and Events
• 11.5 Saiyu Travel Co., Ltd.
  • 11.5.1 Business Overview
  • 11.5.2 Services Offered
  • 11.5.3 Business Strategies
  • 11.5.4 SWOT Analysis
  • 11.5.5 Major News and Events
• 11.6 The Dragon Trip
  • 11.6.1 Business Overview
  • 11.6.2 Services Offered
  • 11.6.3 Business Strategies
  • 11.6.4 SWOT Analysis
  • 11.6.5 Major News and Events
• 11.7 World Expeditions Travel Group
  • 11.7.1 Business Overview
  • 11.7.2 Services Offered
  • 11.7.3 Business Strategies
  • 11.7.4 SWOT Analysis
  • 11.7.5 Major News and Events

12 Japan Adventure Tourism Market - Industry Analysis

• 12.1 Drivers, Restraints, and Opportunities
  • 12.1.1 Overview
  • 12.1.2 Drivers
  • 12.1.3 Restraints
  • 12.1.4 Opportunities
• 12.2 Porters Five Forces Analysis
  • 12.2.1 Overview
  • 12.2.2 Bargaining Power of Buyers
  • 12.2.3 Bargaining Power of Suppliers
  • 12.2.4 Degree of Competition
  • 12.2.5 Threat of New Entrants
  • 12.2.6 Threat of Substitutes
• 12.3 Value Chain Analysis

13 Appendix